Monday, January 31, 2011
8430: Black Enterprise Spots Mad Ave Blacks.
The February 2011 issue of Black Enterprise magazine salutes Top Executives In Marketing & Advertising. According to the publication, “Our editors identify the innovators who drive sales of the world’s leading brands.”
The methodology behind the selection process included contacting the nation’s leading 100 U.S. advertisers, the top 100 global marketers, prominent White advertising agencies and Black advertising agencies. Additionally, BE editors excluded executives from nonprofit organizations, general counsels, chief diversity officers, human resources officers, corporate foundation executives and senior managers who oversee media relations, public affairs, investor relations, community development and government affairs.
The professionals chosen from advertising agencies had to hold C-suite roles like CEO, CMO or creative director and/or senior executive positions in management, sales and creative departments. Additionally, they had to oversee significant lines of businesses and make major contributions in terms of revenue and leadership.
Of the 52 stars BE found in advertising agencies, just 11 are employed at White firms. Of the 11 from White firms, 7 reside in media agencies—and at least 3 of them serve in the multicultural divisions of their respective media agencies.
In short, Black Enterprise could only identify 4 Black top executives working in White advertising agencies.
Of course, the number would have increased dramatically if the editors had allowed chief diversity officers into the mix.
Plus, with all the minority youth outreach programs out there, look for the grand total to perhaps reach double digits—within the next 2-3 generations.